I can’t believe that I still hear people ask, “Is social media a fad?”

I try to restrain my unsolicited opinion if the inquiry is not directed to me — but ask me that question, and I’ll automatically respond with a frank “no.”

My general argument is that while individual social networking sites might come and go, the social component of the web is here to stay. And it’s growing.

This is not a unique argument by any means — I’ve talked to many people who hold the same opinion. In fact, a report released this month from the Pew Internet & American Life Project, “Millennials will make online sharing in networks a lifelong habit,” supports the basic argument.

The survey of 895 “technology stakeholders and critics” found that 67 percent agreed with the following statement:

“By 2020, members of Generation Y (today’s ‘digital natives’) will continue to be ambient broadcasters who disclose a great deal of personal information in order to stay connected and take advantage of social, economic, and political opportunities. Even as they mature, have families, and take on more significant responsibilities, their enthusiasm for widespread information sharing will carry forward.”

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So people love to share. The only questions are where will they share and how much will they share.

Individual social networking sites, such as Twitter or even Facebook, eventually could fade from popularity — but only once a better site comes along to replace it. Currently, there are a lot of rumors circulating claiming Google is working on a competitor to Facebook called “Google Me.” If Google does launch a Facebook alternative, it could easily linger in online obscurity, as have many of Google’s and other’s attempts at social networking.

But if it is successful, it could be a much-welcomed option for a segment of Facebook’s users who have become disgruntled due to things like privacy controversy.

However, according to the Pew report, we might not worry as much about privacy in the future. Of those survey respondents, many believe Millennials have found benefits of sharing information online.

“The notion of privacy was powerful in the industrial era during the rise of ‘mass society,’” the report states. “We live in a time in which the need for privacy and the advantages of privacy have given way to the needs of ‘networked society,’ and advantages are found for all in sharing details in social media. When this generation comes to power in government and corporate settings, social norms will be adjusted.”

While some respondents believe the things Millennials share will change and become “more tame” as they age, others believe “people may be more forgiving of others’ indiscretions in the future.”

Although I can see things trending in that direction to a certain degree, I do find it somewhat unlikely. It’s hard for me to imagine a world where the “privacy paradigm” has shifted enough, especially in the business community, that people have become accepting of much indiscretion.

On the other extreme, 29 percent of respondents believe Millennials will “grow out” of social networking and “their enthusiasm for widespread information sharing will abate.”
These respondents cited things like time pressures and a comfort level with “gadgets” as possible factors that would create this outcome. I doubt those things would bring about much change in the way my generation uses social media.

However, I think the strongest evidence supporting social media’s permanence going forward is how even nonsocial sites now encourage the sharing of information. From user recommendations on Amazon to the addition of Facebook’s “Like” buttons on random sites across the web, everyone is encouraging even the most basic Internet users to share their opinions.